What is Your Content Writing Strategy?

Writing Content to Match Your Sales Funnel Stages

How many prospects are you losing every day? Don’t you wish each prospect visiting your web site would turn into a satisfied long term customer? It’s all a matter of proper channeling. You know what happens when you try to put oil in the car without a funnel.  It’s messy—inefficient. You get spills. Oil is wasted. It’s not so different when we try to market without a sales funnel. Here is how to start gaining more prospects, leads and long term customers.

The strategy for capturing prospects and retaining customers involves content.

Content Writing Strategy: A Marketing System

Sales funnels are marketing systems designed to bring customers through the stages from prospect to lead, to customer, to long term customer. Jason Clegg of Convert with Content Writing Strategy states that sales funnel stages are similar to the old marketing system (from 1921) known as AIDA. AIDA lists different stages that occur when a consumer engages with an advertisement

  • Attention (or awareness)
  • Interest
  • Desire
  • Action

Clegg contends that “the most critical ingredient in any stage of the sales funnel is content, and that each stage requires a different type of Content Writing Strategy . The right type of content will nurture and lead customers down to the next sales funnel stages.

Why is Content So Important?

SEO has changed, especially since the release of the Hummingbird algorithm. Content is now vital for SEO performance. According to Search Engine Land, businesses must work on a content plan for each stage of the funnel. Content needs to be conversational, in context, and relevant to the problems and needs of the particular consumers at their particular stage in the buying process. Analyze content as to whether it is intended for a visitor who is:  seeking information, wanting entertainment, completing a transaction, needing data or investigating options.

What Content Writing Strategy is Needed at Each Stage? You’ll need develop content based on the needs of your target personas at each stage of the sales funnel:

  • Awareness Stage:  Content Writing Strategy for this stage of the funnel is for prospects who have a problem and are looking for answers. Top funnel content should include: blogs, articles, info-graphics, videos, tips, tweets and content landing pages (optimized for search) that lead them to a product they’re looking for.  Also, use content landing pages to create mini indexes of blog topics (organized by category) to draw them into deeper exploration of your website.
  • Interest Stage: Content Writing Strategy for this stage of the sales funnel is for prospects who have identified the solution but need help developing a plan and comparing your company with others. Mid funnel content, referred to by CopyBlogger as lead magnets, are: white papers or reports, webinars, E-books, guides, tutorials, presentations, case studies, testimonials, and e-mail campaigns and sign ups. Case studies and testimonials are important at this stage because research indicates that purchasers make their decisions based on emotions, and then follow up with data to support their decisions.
  • Sale Stage: Content Writing Strategy for this stage of the sales funnel is for people making a final decision about what company to work with.  Purchase funnel content should include specs and data, product tutorials, confirmation pages that thank new purchasers, pages with clear content telling them next steps for completing purchase or talking to a rep. This content needs clear calls to action and easy to navigate purchase instructions.
  • Retention Stage: End funnel Content Writing Strategy should include emails, blogs, how to’s, industry news geared toward your personas’ needs, maintenance and care tips for the product when applicable, satisfaction surveys, and discounts for referrals.

Content Writing Strategy for the retention stage is really the end goal of the funnel. The value of keep retaining customers long term is significant. Marketing Metrics PDF  shows that the probability of selling to an existing customer is 60 – 70% higher than selling to a new prospect. Furthermore, studies show that the longer you retain a  customer, there is a yearly increase in the chance of retaining them longer, in the number of referrals they’ll bring you,  and amount they will spend with your company’s products and services.

Have no idea how to develop a Content Writing Strategy for the sales funnel stages? Need help developing your personas so you know how to write to their needs?

Don’t Lose Customers—Have a Content Writing Strategy

Contact us for assistance with each type of Content Writing Strategy for your sales funnel stages. Don’t lose prospects.